The Instagram continues to move up the social media ladder. From a niche site for amateur photographers and a few filters to one of the top used image-sharing platforms, the advertising opportunities cannot be ignored by marketers looking to expand their audiences. And, as we continue to march toward an app-first online experience, mobile continues to outpace desktop in traffic. Mobile-first sites such as Instagram will continue to reap the benefits, meaning your ads have greater potential — and create higher ROI if you combine ads with an Instagram landing page.
What is an Instagram landing page?
An Instagram landing page is a standalone web page that uses persuasive elements like testimonials, benefit-oriented copy, and videos to convince its visitors to convert on an offer. And, since Instagram is primarily used as an app on mobile devices, it is important to design a mobile-friendly page. Visitors land on the page after clicking a promotional link on Instagram.
Generic Instagram landing page forms
Instagram offers on-site forms through its parent company, Facebook. These can work in a pinch as they automatically create a post-click landing page that uses the ad image and headline. This helps with message match and quickly deploying your campaigns, but it leaves quite a bit to be desired regarding advertising personalization and speaking to visitors as individuals.
Here’s an ad from Fuel Cycle, followed by their generic click-through page and form:
Instead, building your own personalized post-click landing pages will go a long way toward improving your conversion rate and reaching the goals you set. Instagram ads may tease your offer, but your post-click landing page seals the conversion. Let’s see how these 20 brands do at accomplishing that.
(You’ll notice below we’ve displayed the ad before the post-click landing page to show you the full sequence an Instagram user would experience.)
Keep in mind, for shorter Instagram landing pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to each post-click landing page to see some of the points we discuss. Also, some of the brands listed below may be A/B testing their page with an alternate version than the one displayed below.
1. Wall Street Journal
What this post-click landing page does well:
- Both the ad and post-click landing page headline use message matching, and appeal to the emotion of a new administration in the White House.
- The arrow visual cue indicates which plan is selected and tells visitors to look below for more specific information on the selected plan.
- Bulleted copy makes it easy for visitors to scan the main points of the page and their selected subscription.
- “ACT NOW” appeals to the urgency of both the offer and staying informed right away.
- Being upfront with pricing and offering discounts provides a psychological boost to visitors.
- The absence of navigation links doesn’t allow a user to exit without converting or closing the page.
- “You can cancel anytime” puts visitor’s minds at ease that they will not be locked into a long-term contract.
A/B tests to run:
- The Wall Street Journal logo is linked, but it doesn’t take the visitor off the page — it reloads the page. This is a bit misleading and could frustrate visitors into thinking they can navigate to the WSJ website, but are stuck on this page. In this situation, it’s best to unlink the logo and avoid confusion altogether.
- There are a number of different options on this page. Choosing between 3 ways to receive the news and 3 different plan lengths can be too much for a single post-click landing page. The Wall Street Journal could try testing a click-through page that leads to a pricing page with all of these options.
2. Lending Club
What this post-click landing page does well:
- The clipped credit card is an excellent hero image that doubles as a way to convey the emotional relief of getting out of debt.
- The headline speaks to the individual and plays on the desire to save money.
- A low-friction form with only a few fields and a contrasting CTA button makes conversions easier. It’s also encapsulated with a dark gray box, drawing immediate attention. The message about not impacting reduces anxiety as well.
- Very little text above the fold helps visitors’ eyes reach the form faster.
- Certificates and badges from the BBB and others help establishes trust.
A/B tests to run:
- The logo links to the website, giving visitors an exit that doesn’t result in a conversion.
- Breaking the headline into a headline and a subheadline. The headline could read: Save thousands with the subheadline reading: Pay off your high interest debt with a low, fixed rate loan.
3. Syracuse University
What this post-click landing page does well:
- The multi-step form reduces friction because it lets visitors know how many steps are involved in the signup process and that it “will only take a minute!”
- The secondary headline mentions they are Ranked No. 18, establishing credibility for the program.
- Very little text above the fold keeps the visitor focused on the important areas of the post-click landing page, such as the form and the hero image.
- Bulleted copy highlights the main advantages of the Syracuse Online MBA program.
A/B tests to run:
- The form headline, “Learn More” could be tested against something more intriguing and benefit-oriented like, “Higher Education Starts Here.”
- “10% complete” seems like the visitor is still a long way from being finished. Syracuse could test larger starting numbers or fewer steps to prevent visitors from becoming discouraged before they begin.
- The page seems unbalanced with too much white space.
4. Acquisio
What this post-click landing page does well:
- The message of the page matches perfectly to the ad.
- The webinar presenters are shown, giving a human connection to the page and establishing their authority. They could be aligned differently for better aesthetics, though.
- Minimal copy clearly explains what a viewer will learn in the webinar.
- A simple form reduces friction.
A/B tests to run:
- The “post-click landing page” is a page on the website with too many distractions and places for a user to exit that aren’t the form. Removing the navigation and footer would be a good start.
- The CTA button is the same color as the only other CTA on the page, which can still get conversions, but to something other than the webinar.
- There are no images on the page until well below the fold for the webinar presenters. Try adding an image that shows digital marketing in action, the ebook that is mentioned, or the presenters speaking on a webinar.
5. Autopilot
What this post-click landing page does well:
- The copy above the fold is simple and straightforward.
- The word “Free” lets visitors know the the report won’t cost a dime.
- The post-click landing page image matches closely with the ad.
- A two-field form with a CTA color that stands out encourages conversion.
- The author bio section provides more information on Guy Marion and his qualifications to write the report. Plus, his headshot adds human appeal to the page.
- The hyperlinked CTA button at the bottom of the page directs visitors back to the form above the fold.
- Overall, the page is very well-balanced with white space and persuasive elements.
A/B tests to run:
- The logo hyperlinks back to the Autopilot website, giving visitors an opportunity to exit without converting.
- The copy could be written in the first person to speak, especially on the CTA button, i.e. Send Me the Report. Even second person speaks to the visitor personally.
- The chat bubble in the bottom-right corner acts as a distraction because when you hover over it, it promotes a different offer.
6. Influitive
Influitive is running an A/B test on the ads themselves, which we at Instapage highly encourage. Since Instagram only allows advertisers to use pre-made calls-to-action that they provide, Influitive is testing whether adding a CTA that looks like a button will have an impact on ad clicks. While the color makes the image pop and attracts eyes to the CTA, it would be interesting to see whether that is enough to offset the frustration of not being able to click it.
What this post-click landing page does well:
- The arrow directional cue in a contrasting color directs eyes to the form.
- The CTA button color stands out and matches the directional cue.
- The cover of the ebook gives visitors a look at what they are getting.
A/B tests to run:
- Influitive’s logo links to another page, which gives visitors a way off the page before they even have a chance to evaluate the offer.
- Lots of text make this page more of a chore to read than it needs to be. Try to reduce the text to make the page more visually appealing. Also better spacing from the image would make things more aethstetic.
- The form has many required fields. This is good if Influitive is looking for Sales Qualified Leads, but for an Instagram ad, it may be too much.
- Both the form headline and CTA copy leave much to be desired. Test first or second person (my or you) and a benefit.
- The page does not look balance at all because it seems like the company wants to squeeze everything above the fold. The copy is too close to the image and the form with way too much empty space at the bottom of the page.
7. Washington State University
What this post-click landing page does well:
- The Washington State University logo is not link to another page, which helps keep visitors on the page.
- The headline appeals to the visitors’ emotions and desire to get ahead in the business world.
- The multi-step form clearly shows there are 3 steps, reducing friction to start.
- Highlighting their #27 ranking helps establish WSU’s online MBA program as highly credible.
- The accreditation and ranking badges establish authority and credibility.
- The hand acts as a visual cue pointing in the direction of the form and CTA button.
A/B tests to run:
- The CTA button is not noticeable at first glance so it could be much larger.
- The color of the CTA doesn’t contrast with the page in any way.
- The CTA copy could be more specific at each step in the signup process. “Take Me to Step 2” and “Take Me to Step 3” would be more encouraging than the current copy.
- The footer links provide an exit for visitors that doesn’t result in a lead.
- WSU could test different copy that speaks directly to an individual. The current copy speaks to a large, somewhat ambiguous group, not the visitor personally. Try a version that adds “you” and “your” to the copy.
- The 2015 copyright should be updated. If this page is two years old, what else could potential students question about the program and it providing a high-quality education?
8. WordStream
What this post-click landing page does well:
- The ad and post-click landing page are expertly aligned, from images to ad copy.
- Bulleted copy states exactly what you’ll receive from the guide.
- The copy speaks to the visitor directly, using second person (you and your).
- The page has great flow, allowing a visitor’s eyes to drift from headline to hero image to scrolling down to find the form.
- The hero image links saving time and money to the words “Save Money” by making them all green.
- There is no wasted space on this post-click landing page — it’s well balanced and doesn’t include any extraneous content that would distract from the checklist download.
A/B tests to run:
- The 8-field form creates a lot of friction because it requests a lot from visitors. Are company name, phone number, and website necessary for the checklist?
- Too many colors makes this page more difficult to process than it needs to be.
9. Wealth Dynamics
What this post-click landing page does well:
- The page, copy, and form are all short and to the point, reducing friction.
- “Free” is used to convince visitors to download the e-guide.
- The 3-field form doesn’t take much for visitors to convert.
- The video images at the bottom provide a “bonus” incentive to download the ebook.
A/B tests to run:
- Header links provide too many options for visitors to leave before considering the e-guide download.
- The headline uses second person, but doesn’t really say anything. Test something that excites and offers a benefit, such as “Find Your Entrepreneurial Flow.”
- The CTA button, while on-brand, blends in with the rest of the page.
- The CTA copy is uninspiring. “Download” is one of the worst words/phrases you can use to generate conversions. Try a more compelling action verb in the first or second person. “Get Your Genius Guide Now!” could increase the number of conversions.
- The checkbox for email updates is pre-checked, which is a sneaky way for Wealth Dynamics to add people to its email list — especially if visitors don’t opt-in to their list voluntarily.
10. Flywheel
What this post-click landing page does well:
- The hero image matches the ad perfectly.
- “Free” is used in the headline, helping draw immediate attention and generate even more interest in the ebook.
- The iPad remains static along the side as a visitor scrolls but the image scrolls to the different chapters, bringing the page to life.
- The CTA button above the fold uses an anchor tag that, when clicked, send visitors to the form below the fold.
- Customer testimonials, with name and affiliation, add trust and credibility.
- The chapter-by-chapter summary helps tease visitors with more information and to download the ebook.
A/B tests to run:
- Flywheel’s logo above and below the fold have hyperlinks this post-click landing page. “Get Flywheel” is also linked at the bottom of the page, which acts as a CTA because it uses an action verb but takes attention away from the ebook.
- The “Download” CTA copy isn’t compelling. Instead, Flywheel should try testing more inspiring action verbs and including a benefit of downloading.
- The page headline is the same as the ebook title. This is okay, but the headline is an opportunity to grab attention with an emotional appeal, which the copy does. Take every opportunity you have to grab visitors’ attention.
11. Grow
What this post-click landing page does well:
- The arrow acts as an explicit directional cue that sends visitors eyes to the form right away and when they finish scanning the text.
- The form is encapsulated with a blue-box outline, which draw attention right away.
- Hero images give a glimpse inside the software.
A/B tests to run:
- The logo on the landing page links to Grow’s homepage.
- Each bullet point has a lot of text. Grow should test more succinct copy to avoid overwhelming visitors.
- There isn’t a true flow to the page, which can cause a visitor to float around the page aimlessly trying to find information. Grow can try an F-pattern layout to guide visitors to the form more naturally.
- The arrow cue is placed in an odd location. The logic, it seems, is that when a visitor finishes reading the text they’ll be pointed to the form. That isn’t how people scan post-click landing pages, though, causing a broken flow. Grow could test putting an arrow from a new subheadline or the image with its software on different devices.
- “Submit” is rarely the best CTA for clicks. Test more actionable phrases that visitors want to click.
12. True Dental Discounts
What this post-click landing page does well:
- The phone number is click-to-call, which is very important since almost all traffic will be on mobile from Instagram.
- The bulleted copy is easy to digest and scan.
- “Affordable Dental Plans” speaks to the visitor emotionally and psychologically, offering a benefit for users who clicked on an ad promising to “never get over charged.”
- The smiling woman typically doesn’t fit the context of most post-click landing pages, but on one for dental plans, her great teeth and direct eye contact engage visitors to think about their own oral health.
- The CTA button jumps off the page, just begging for prospects to complete the form and continue.
A/B tests to run:
- The smiling woman with great teeth works for a dental page, but still truedental can run a test. Some ideas are, a dentist talking to patients, a parent and child in a dentist chair, or a nurse in a waiting room. Could also use the images for directional cues by having people gaze in the direction of the form.
- The multi-step form CTA copy “Continue” works, but something more inspiring could potentially improve conversions. “Take Me to Step 2” is more descriptive and tells visitors what will happen next.
- Adding a little white space between the bullet points and the form and underneath the blue banner would help make the page more readable.
13. Bentley University
What this post-click landing page does well:
- The Z-pattern design has a nice flow to it, guiding a visitor from headline to image and then from bulleted copy to the form.
- Short, bulleted copy makes scanning this page very easy.
- Large certification badges instill trust with the visitor.
- The page aligns very well on mobile devices. This is an important time to point out that you should always be thinking of the visitor and their experience. Bentley did a great job building a mobile-first post-click landing page.
- The CTA button as it stands now, it’s the smallest element on the page.
- The checkbox beneath the form is not pre-checked. This is important to point out because only those truly interested in receiving additional content from Bentley’s Admissions Office will complete the form and check the box.
A/B tests to run:
- The Bentley University logo links to their newsletter page, away from this ebook post-click landing page.
- Removing the footer links could help keep visitors focused on the goal and downloading the ebook.
- The “Download” CTA button copy is a bland and uninspiring CTA word. Try an action verb with more punch.
- The main headline is simply the name of the book. This could be the best headline but I would test it against a benefit-packed or solution oriented headline like the question posed directly above it.
14. OptiMonk
What this post-click landing page does well:
- The ad and post-click landing page feature the same image of the ebook. This kind of message matching can go a long way in getting visitors to convert.
- The big, bold headline proclaiming this ebook will help “Grow Your Business” is powerful while the rest of the copy is short and easy to read.
- The form is short, reducing friction. This is important for something simple like an ebook.
- Use of the word “FREE” in all-caps stands out and stirs an emotional response.
- “About the Author” with an image is a nice touch to humanize the page.
- The iconography helps break down how the ebook will help improve your website in 5 simple bullets.
A/B tests to run:
- The CTA button is the same color as other elements on the page, so it doesn’t stand out as much as it could.
- The body copy gets a bit overwhelming when viewed on a mobile. It might be good to rearrange a few things below the fold to create a better experience.
- The CTA copy is not as persuasive as it could be. “Send Me the Free Ebook” could potentially get more conversions.
- The page is lacking white space, which makes everything look squeezed together and more difficult to scan and process.
15. Sovrn
What this post-click landing page does well:
- The yellow CTA button pops off the screen.
- The stairs and railings in the background image all lead eyes toward the form, which is a great use of directional cues.
- Easy-to-read bullet points explicitly tells visitors what they will learn from this ebook and the benefits of header bidding.
- Customer testimonials (complete with image, title, and company) make use of numbers and data to provide positive reinforcement.
A/B tests to run:
- What do stairs have to do with ad bidding? It’s the cover of the guide which illustrates the metaphor of climbing higher, but it’s a fairly loose association for a post-click landing page. The stairs are shown in the ad itself helping the two match, which is a good practice, but Sovrn could test a different ad image and hero image that has an auction theme.
- The background image has spots of light color, making the white text hard to read in some places.
- The “Welcome to Sovrn!” text seems unnecessary above the headline and clutters the top of the page.
- The CTA copy is very small and white text on yellow makes it hard to read. Designing a bigger button couldn’t hurt either.
16. Southern Methodist University
What this post-click landing page does well:
- The features (iconography) stand out and attract attention immediately.
- Trust indicators and privacy badges reassure visitors that their information is safe.
- The three-step multi-step form lets visitors know how many steps are there before they can download the brochure.
- The red CTA button grabs attention immediately.
A/B tests to run:
- The ad image shows legos in a clever message that “data is everywhere” but there is no connection to that imagery when the visitor gets to the post-click landing page.
- The form headline, “Download a Brochure” isn’t going to inspire anyone on the fence about getting information. Instead, give the visitor a benefit or a great reason to download more information.
- The headline is very matter of fact. Instead, it should motivate a visitor to continue reading and complete the three-step form.
- The phone number in the footer is not clickable for mobile users, which will make up the majority of visitors coming from Instagram.
17. Future of Stocks
What this post-click landing page does well:
- The hero image matches exactly with the Instagram ad.
- The big red CTA button jumps out immediately at visitors.
- “Free” is used multiple times to reinforce the no-cost nature of the ebook.
A/B tests to run:
- “Limited Time Offer” is confusing because it doesn’t mention how long the offer lasts. Adding a countdown timer or a definitive date would reinforce the urgency of the message.
- Testing a slightly different layout that places the headline directly above the book image and moving the bullet points below the book and form could provide a more natural flow through the page.
- Who created this page? Why would a visitor provide an email address to this page? There is a Future of Stocks name in the copyright, but who are they? Is it a trustworthy company? Adding a logo, customer testimonial, or trust badges would reduce the feeling that this offer is legitimate and visitors won’t receive spam.
18. FXCM
What this post-click landing page does well:
- The yellow button pops off the screen and is tied nicely to the headline.
- The question headline engages visitors and encourage them to read more. Plus, it connects nicely with the form headline by providing a way for the visitor to learn more about Forex trading.
Instead of the typical book cover, this page uses an open book as the hero image. A nice differentiator from other ebooks. - “5 Things You’ll Learn” is simple and to the point, giving visitors quick wins. The section also includes a secondary CTA button that sends them back to the form.
- $50,000 of virtual money to practice is a risk-free way to entice visitors to provide contact information.
- The awards badges near the footer demonstrate that FXCM is a trustworthy company.
A/B tests to run:
- So many links. Every link is a distraction and an opportunity for a visitor to wander elsewhere without converting.
- The CTA copy, “Get Started” isn’t as encouraging as other alternatives, like “Start My Practice Account.”
- Remove the unnecessary footer section and add the disclaimers to another page linked at the bottom along with the privacy policy link.
- The page is not mobile-optimized. Meaning, the above-the-fold text and long form pushes the CTA down the page quite a bit when viewed on mobile, which is the vast majority of Instagram traffic.
19. WebinarNinja
What this post-click landing page does well:
- Powerful headline and subheadline that offers something free.
- The video host making eye contact helps engage the visitor.
- The down arrow serves as a directional cue and encourage visitors to scroll down to find more content and the form.
- The entire header image links to the form.
- A simple, two-step form is quick and easy to complete.
- The bright green CTA button jumps off the screen.
- Everything above the fold is clean and simple, inviting visitors to continue evaluating the offer below the fold.
- 3 simple, yet tangible, items you’ll receive when you sign up for the training.
A/B tests to run:
- Adding a post-click landing page video to give visitors a taste of what they will receive in the course could be a great A/B test. The course offers 14 full video training sessions so teasing the content could be a great persuasive element to test.
- Eliminating the footer links would reduce the number of distractions and keep visitors focused on the video course.
20. 3P Creative
What this post-click landing page does well:
- The headline sets expectations right away by letting visitors know right away the webinar is available on-demand, instead of live.
- The partner page and more contact information is a nice touch to instill trust and give visitors secondary conversion options.
- Bulleted copy tells visitors what they can expect to learn in the on-demand webinar.
- The short form makes it quick and easy for visitors to convert.
- 3P Creative Group offers visitors one of three options to receive their blog email content. It doesn’t appear to be a requirement either, which is good.
- The phone number is click-to-call, which gives visitors an even faster way to contact the company than completing the form.
A/B tests to run:
- 3P Creative Group’s logo links to another page, giving visitors a place to exit the page without converting.
- Social links in both the header and footer distract visitors from converting. Move social buttons to the thank you page, where someone is more likely to take “the next step.”
- The image is overwhelming with a block of text and a large image in the middle, which appears slightly out of place. Move the image out of the text and make it a hero image in the top section.
- The CTA button is hardly noticeable with a thin outline in a color that features all over the page. Make the whole button green with white text, at least.
- “Register” (like “Download”) is one of the worst CTA copy phrases you can write. Instead, they should be more descriptive, use personalized copy, and highlight a benefit.
- Bold the secondary headline and the form headline. Help them stand out as they are each one of the first places visitors will look.
- The footer image links to another post-click landing page.
- The 2016 copyright makes visitors think that 3P Creative Group is not current with their information and that they may not know the secret to well-performing websites.
How will you design your Instagram landing page?
Now that you’ve seen how these 20 brands are building Instagram landing pages to engage top of the funnel visitors with a great first brand impression, go out and try for yourself. How can you find new audiences for your company with Instagram?
What will your first campaign be? Build your own personalized Instagram landing page that introduces your brand with the following 35 techniques.